Modern Sky does outdoor music variety shows, Shen Lihui: There is no competition with "Le Xia"

Beijing News (reporter Zhang He) On the afternoon of November 25, Modern Sky held the 2021 annual press conference in Beijing with the theme of "Ode to Life". At the press conference, Modern Sky announced its official entry into the field of variety shows and announced two music variety shows that are in preparation. Among them, "The Man from strawberry planet" is positioned as "the universe's first outdoor music festival competition reality show", and 30 groups of musicians seize the opportunity to step on the strawberry stage through competition. As for whether it will compete with "Summer of the Band", Shen Lihui, founder and CEO of Modern Sky, said in an interview with the media that "People from Strawberry Planet" is not only a band, but also independent musicians, folk songs, electronic music, hip-hop, etc.; and this is an outdoor variety show, the audience can get a similar experience at the music festival, not live house, "In fact, we want to present the advantages of the outdoor and the advantages of the music festival through a variety show, so I think (the two) are actually different." ”

Poster of The Man from Strawberry Planet

The music documentary "Wandering Traveler Fun Season" takes music, musicians and urban culture as the core of the display, and the musician Naiwan will visit the four cities of Beijing, Guangzhou, Chengdu and Xi'an, and visit the local live house with ma Wei and other musicians, while preparing for the live performance, feel the customs and customs, and show the different cultural charm and temperature of the four cities. Finally, the musicians will host performances in each city and broadcast them live.

"The Man from Strawberry Planet" is scheduled to be launched on Youku in the spring of 2021. It is reported that the show will break the traditional studio music variety show model in the mode and restore the Live scene for musicians and fans. The Strawberry Music Festival is a competition field, gathering 30 groups of rock, folk, hip hop, electronic and other diverse styles of musicians, in each music carnival, leading fans to immerse themselves in the music festival lifestyle and open up unknown music festival gameplay. In the competition, regardless of age and seniority, musicians will rely on the stage performance of the three stages to show their musical strength, and the fans will vote to stay. Zhang Nan, executive director of the program, said at the press conference that this will be a variety show that truly belongs to young people, whether it is a contestant or a guest, the attitude and charm they show are very much expected by the entire industry and the current audience.

For the advantages of Modern Sky to do variety shows, Shen Lihui admitted in an interview that usually the logic of variety shows is short-term traffic harvesting, basically a variety show and the artist's contract is only three to five months, but when modern variety shows are considered, they are treated as a link in the industrial chain, and will pay more attention to the extension of other industries that musicians may bring, such as live performances, copyrights, brokerage, and so on. In this regard, it is difficult for video platforms or variety companies to do it.

"Also, why can't a music company do music variety shows, and music variety shows are usually not done by music companies? They don't even understand music. Of course, it may also be that they are very good at learning, or they have very good sensitivities, but why not a company that knows so much about the music industry to do it? Shen Lihui said. In recent years, Modern Sky has exported a large number of artists to participate in vertical programs such as "Summer of the Band" and "China's New Rap", and learned a lot of experience at the variety level; and modern artists have also verified that they are very professional and have become very traffic, such as Gojo People. Today, Modern Sky has ambitions to become a rule-maker, not just a provider of content. "We believe that we can maintain our characteristics while respecting the laws of variety shows." ”

——Interview with Shen Lihui——

Beijing News: The production of variety shows is very professional, what problems have been encountered in the process of opening up, or how are they considered in choosing partners?

Shen Lihui: [The partner] has to understand what we're talking about. We've also met directors who don't understand what we're saying, don't know what we want, or some of their proposals are ruthlessly rejected by us. We met with about four or five directors and production companies, and we ended up choosing one. We think that although they have not done this kind of thing, they are very good at thinking, have the ability to iterate and learn quickly, and are willing to work with us to create something different from before.

Beijing News: What is the difference between this show and "Summer of the Band"? Is there a competitive relationship?

Shen Lihui: I don't think so. I don't know how everyone looks at "China New Rap" and "Rap New Generation", there may be two or three programs on the hip hop track that seem to be on fire, which is the first.

Second, we're also good partners with Le Xia's Mi Wei and iQiyi, but "The Man from Strawberry Planet" may not be just a band. Because it is a strawberry music festival, the strawberry music festival is not only a band, but also independent musicians, folk songs, electronic music, hip hop and so on. But they're all live live gameplay.

And we're outdoor variety shows, which is actually equivalent to going from the box in the previous studio and putting it all outdoors. It's like going from a live house to a music festival, if in a live house, the audience is watching what's happening on stage, but if you go to a music festival, you'll see the stage, the audience, the restaurant street, creative videos, etc. So the difference between them is the live house experience or the experience of going to a music festival. From this point of view, the content raw materials and content dimensions are completely different, in fact, we want to take the advantages of the outdoor and the advantages of the music festival, through a variety show to present, so I think it is actually different.

Beijing News reporter Zhang He

Edited by Tong Na Proofreader Zhao Lin